Campaign: Childhood Cancer Awareness Month
Health and life insurance provider Aflac wanted to convey to the public and its stakeholders that it is a company committed to causes related to childhood cancer. To raise up to $1 million for the Aflac Cancer Center in Atlanta and to increase awareness of childhood cancer, Aflac embarked on a comprehensive PR/media campaign, the bulk of which would take place in September 2009, designated as Childhood Cancer Awareness Month.
Fast Tactics
Working with the PR firm Edelman, Aflac held a contest entitled “Color Carl’s Car,” which combined the corporate sponsorship of NASCAR star Carl Edwards with its primary philanthropic cause—childhood cancer. The winner would get to design Carl’s car for the race on Sept. 6, 2009, at the Atlanta Motor Speedway. Aflac worked closely with Facebook Causes to create the largest sponsored Facebook cause in history by matching donations up to $1 million. A satellite media tour with contest winner Jody Lawrence and her oncologist Dr. Howard Katzenstein generated 24 interviews across the country, resulting in more than 2.7 million TV and radio impressions.
You’ve Got a Friend
The campaign achieved its goals by raising more than $1 million, while garnering 114 million media impressions. More than 800,000 Facebook members joined the Aflac Cancer Center Cause, raising great awareness for Childhood Cancer Awareness Month.
“No matter how PR evolves in terms of integrating mediums, a great campaign will always start with a great idea,” says Jon A. Sullivan, Aflac’s external communications manager. “[This campaign] had wide appeal on multiple channels enabling us to merge Aflac’s primary cause, childhood cancer, with our primary sponsorship, NASCAR.” â–
Hasbro Inc.: Project Zambi
Hasbro timed its launch of the Zambi The Baby Elephant toy with a 10-day celebrity charity auction on eBay featuring autographed Zambi toys— the proceeds to go to organizations supporting African children orphaned by AIDS. The results: $12,000 went to charities, while proceeds from the toy’s sales are ongoing.
Basin Electric Power: Basin Electric St. Baldrick’s Day
Basin Electric used Internet, print, video and social media to promote its second annual St. Baldrick’s Day, an event to benefit cancer research. The event, held in Bismarck, N.D., raised $123,000, and nearly 200 people shaved their heads out of solidarity.
Bersay Communication Consultancy: Schools and Beyond - For the Education of Turkey’s Young —
On behalf of Turk Telekom, Bersay provided Turkish kids with tools to help them reach their potential, along with materials and training to 90,000 teachers.
Great Atlantic & Pacific Tea Co. —
A&P’s 20-year partnership with the Muscular Dystrophy Association was highlighted by the Shamrock Campaign, in which paper shamrocks were sold for $1 and $5 to support the fight against MD. A&P raised close to $3 million for that and other charities in 2009.
ITT: ITT Watermark —
Outreach that included online, video and international events drove ITT’s quest for safe drinking water. Messaging was translated into seven different languages.
eBay Inc.: eBay Giving Works—Expanding Out Community’s Impact —
eBay simplifies giving with its Give at Checkout feature, which offers online customers the opportunity to add $1 or more to their purchases to benefit selected charities. From 2004 to 2008, the option raised more than $43 million.
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